The Ultimate Guide to Writing Effective Podcast Ad Copy

KLIK Staff

December 7, 2021

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Podcasts have become an extremely effective market for companies to advertise their products and services in recent years. The podcasting boom has provided a new avenue for companies to reach their customer base while expanding to countless new listeners around the world. With the number of podcast fans increasing yearly, it becomes clear that this market has enormous potential. Marketers in the US were expected to spend at least $1.33 billion on podcast ads in 2021 and ad revenues are expected to exceed $2 billion by 2023.

Writing effective ad copy is a key ingredient to successful marketing in the podcast space. It can make the difference between driving conversions or having your ad be skipped by every listener. Podcast copy writing comes down to a few factors depending on the type of ad you’re focusing on and the type of delivery behind it. These tips and strategies will help guide the podcast copy writing process for any product you’re advertising and for any future goals they might have. 

Types of Ad Spots:

There are a few different ad spots in podcasts that feature different attributes and messaging. Here we’ll discuss the different aspects of each known as Pre-roll, Mid-roll, and Post-roll.

Pre-roll: A 15-30 second ad at the beginning of the podcast episode. A quick ad that introduces the brand and provides a compelling call-to-action (CTA). This ad spot is usually packaged together with a Mid-roll spot as well.

Mid-roll: Typically involves a 30-60 second ad in the middle of the podcast. Mid-roll ads can be the most rewarding as they occur at a time when listeners are most likely already drawn into the content and are less likely to skip over the ad. Mid-roll spots are most effective when telling a story and relating to the theme and concept of the podcast. They are well received by the audience when they’re more relatable to the content being provided by the host. Mid-roll spots should include a CTA at least twice, preferably at the beginning and end of the ad.

Post-roll: A 30-60 second ad at the end of the podcast. This is typically a very valuable time for advertisers to place their ad reads as the end of shows can often provide insights and hints towards what will happen during the next podcast. Audiences tend to listen more closely at that time creating an effective space for advertisers to focus on.

Types of Ad Copy:

Just as there are different ad spots integrated into podcasts, there are also different types of podcast ad copy. The 2 most popular types of ad copy are adlibs and scripts.

Adlib: This form of copy involves providing the host with the main targeting points you’d like to get across to the audience but allowing them to add their own delivery and thoughts towards the product as well. This type of delivery works well because it generally comes as a natural discussion by the host who the audience is there to listen to and has already come to trust. Providing the host with a list of messaging points and highlighting the key aspects that need to be discussed typically works best for this type of ad copy.

Script: This is exactly a verbatim script that the host will read when it comes time to deliver the ad. This is a chance to connect with the audience and engage with listeners. It’s important to do research on the podcast before writing a script-style ad because audiences engage much better when the copy is on brand and relatable to them. It’s also beneficial to do research on the host to provide a script they believe in and are enthusiastic to share with their listeners. The aim is to create a story that listeners will relate to and feel less like the host is just reading right off the page.

Ad Copy Tips:

There a few main concepts in podcast ad copy writing that need to be included across the board no matter which ad spot you choose, or through which format its delivered.

– An intro to the product or service needs to be included that discusses the primary offering.

-A CTA that provides the audience with your website and purchase location. This can be a specific landing page or a phone number. This can also include any special offerings or deals such as current discounts or coupon codes for customers. CTA’s should be included at the beginning and end of the ad copy.

– A few targeting points that deliver the key aspects of the brand you’re marketing. These should ideally blend in with the topic of the podcast while also getting your message across to listeners.

– Keep a word count for your ad copy. Too many words and your audience might get bored and skip the ad. Not enough information and your listeners might not understand the brand you’re trying to market. Keeping a healthy balance between the two and hitting the main messaging points is key

– Knowing the objective of your ad is also crucial. Your podcast ad should only be focused on one goal at a time and listeners should be able to understand what the intended goal is by the end of it.

– Most common objectives are creating brand awareness for new listeners, generating leads by driving traffic to specific landing pages, and conversions based on promoting specific product promotions and deals for the customer.

Additional Advice:

– Try to match up the tone of your copy writing with the tone of the host/podcast. If the audience expects a fun and carefree listen, try to create your ad in that same way so the listeners feel a connection towards it. If the podcast is more serious and to the point, write the ad copy as an informational piece. You want your ad copy to embody the style of the podcast since that’s what the audience is there for.

– Make sure to get your CTA’s across in a natural way. Pushing them too aggressively comes across as strictly a sales pitch while failing to include them makes the ad much less effective.

– The messaging points in your copy are the keys to drawing in the audience. Selling the product in a way that the listeners can relate to can be the difference between customer engagement and a skip.

Sources and Further Reading


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